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Face Time with Jodi Dery

Jun 11th 2014

It doesn’t take an advanced degree in cosmetology to understand that Jodi Dery’s spin on the blow-dry trend is more than just a lot of hot air.

As evidenced by a stack of effusive comment cards at the front desk of her downtown Boca-based Cloud 10 operation, which opened last December—the first, at Worthing Place in Delray Beach, debuted in May 2013—customers are finding beauty in the details.

At Cloud 10, in addition to the array of $40 blowout styles, that means shampoo chairs that recline and massage, complementary drinks (did someone say Champagne?), a roster of customized makeover services for the face and eyes, the use of iPads for customers to check e-mails or scan the Cloud 10 app—which includes a built-in photo booth (pictures print out right at the front desk) and select digital magazines—and even free umbrellas for clients on rainy days.

“We go above and beyond for our customers,” says Dery, 30, who most recently added hair cut and color services to her Cloud 10 menu. “There is nothing we can’t offer them at this point. … We make sure that no client leaves unhappy.”

To see Dery in her element and in command of her vision—so important to her is the shop’s clean, ultrachic aesthetic that she installed retractable reels for the curling irons to keep cords from showing—it’s hard to believe that this is her first brick-and-mortar business venture.